3. Zipipop Freud — combining
social media & communications
We unite social media together with communications and social
collaboration to help companies get the benefits of social business.
react fast when opportunities arise
work and collaborate better together
create content that answers clients
needs and questions
8. What do social customers do?
• Use social networks
• Buy even more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
• Like to connect with like-minded peers
• Expect a better customer experience
=
16. TRADITIONAL PURCHASE CYCLE
Created by combining:
•
Google’s Zero Moment of Truth
•
McKinsey’s “The Customer Decision
Journey”
2) Moment of Purchase:
1) Stimulus: need or desire
Which product or service
will I choose?
3) User Satisfaction:
Maybe share opinions with a few friends
17. 57% of the B2B purchase process is
complete online.
http://www.google.com/think/articles/b2b-digital-evolution.html
18. SOCIAL MEDIA POWERED PURCHASE CYCLE
3) Moment of Purchase:
1) Stimulus: need
or desire
2) Search the Internet
Look for reviews, ask
questions in social media, etc
4) User Satisfaction:
Brand selection made after filtered
out initial selection during
internet / social media journey
If the experience is good they will buy
from the brand again, and maybe share
feelings in social media networks.
30. FRIENDS
• Listen carefully and sincerely
• Try to help whenever they can
• See each other as equals
• Enjoy each other’s company
• Are open and frank
31. ENGAGING
Before you can start influencing in social media you need to start listening.
Listen
Discover
Engage
39. “VALUABLE” CONTENT AT WORK
share to a wall
shared on company
wall (240 likes)
share to own wall
(450 friends)
Shared to their own wall
(300 friends)
2 likes and 1 share
(with a total of more than
1,000 friends)
15 likes
3 likes
(with more than 1,500
friends)
A total of nearly
27,000 people were
reached
42. MAIN SOCIAL MEDIA CHANNELS
Concentrate on one account at a time and do it properly; however, you should
also reserve your brand name in other accounts.
Initial:
Later:
• Facebook Page
• SlideShare
• LinkedIn
• YouTube
• Blog
• Google+
• Twitter
• Pinterest
43. Growing your community
The process of finding out what kind of content is
valuable to your community can take a long time.
45. GOALS
• What are you trying to achieve?
• What resources do you have?
• How will you know you are being
successful?
http://www.flickr.com/photos/barretthall/4039775568/
46. Basecamp
LINKING BACK TO LANDING PAGE
The aim of of all social
media activity is influence
decisions, or take action.
Landing page
Give people reasons to
link back to your content
and site.
By cross-linking between
social media services you
increase exposure and
improve search results.
49. THEMATIC CONTENT SCHEDULE
Some things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to
try and create specific content too far ahead.
Instead share the work amongst colleagues based around themes.
Appoint a Community Manager to nudge contributors now and again.
Here is our 1/3 suggestion:
Daily Diary
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
Strategic
Entertaining
(useful & funny
content related to
your industry)
(content that is
designed to get
people to take
action on specific
goals and build
thought leadership)
50. EXPERIMENTING
Innocent Drinks Communities Manager:
•
Social media is at a basic level just
talking to people in a natural way
•
We have always encouraged people to
get in touch (even on packaging)
•
Learning as we go, and willingness to
admit to cock ups
•
Experimenting with ideas and find what
the right mix of content is
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
54. QUALITY, QUALITY, QUALITY!
You can’t shine sh*t!
Social media can help promote quality.
But it also exposes problems.
No more hiding behind a bunch of
customer support telephone lines
hoping the bad news will stay under
the radar.
http://scheincommunications.com/turd-polishing-the-deadly-new-trend-in-content-marketing/
55. ONE THING
Direct focus onto 1 (max 3) things you
can genuinely claim to provide at a
world class / national level.
57. PLENTY OF ATTITUDE
Brands that do particularly well in social media have a consistent
“attitude” across many channels.
This attitude guides their tone-of-voice and the content they create.
58. WHAT IS ATTITUDE?
The easiest way we can express our values is to
demonstrate:
• What are we for?
• What are we against?
61. BIG COMPANIES NEED ASSISTANCE
Zipipop Freud has models for helping organizations align values, target groups,
agendas, personas, attitudes, and perceptions cross hundreds/thousand of employees.
62. TAP INTO PERSONAL PASSIONS
• Social media rewards authentic interesting
voices
• It’s a conversation with equals
• Tap into your natural interests and personality
• Select content with defined associations, e.g.
innovative, creative, accessible, etc — but
make sure you can live up to them
• Reach out to related communities
• Learn from others but find your own path
64. START BLOGGING
Reach out and inform your
community about what you are
doing.
A focused topical blog can be
used to claim your space as
an expert in the field.
65. BLOGS
• Good for telling your story
• Personal channel to the customers
• Natural way to participate and
guide the public debate
• Increase the visibility of the
company on the internet (search
engines)
• Invite colleagues and guest writers
66. FACEBOOK PAGE
http://www.facebook.com/pages
• Start your Facebook Fan Page
• Invite your friends
• Customize your page
• Convert your existing network friends
into Likes
• Engage and reward
• Advertise with Facebook ads
• Analysis the statistics
67. KEY MEASUREMENTS
There are many ways to analyze a Facebook Page
Fan growth
Number of
clicks
Followers
Paid reach
Talking
about
Organic reach
Comments
Likes
Shares
69. LINKEDIN
• Popular with business professionals
• Use the products and services
features
• You can also update your status to
keep visitors informed
• Note: Discussion groups are hard to
make work and require active
moderation.
70. TWITTER
• Build up your network by following
others.
• Share links to interesting internal
and external posts, e.g. news and
articles.
• Give thanks
• Discover and share other people’s
tweets
• Observe how people you admire use
Twitter
• Keep a log of things to tweet
71. GOOGLE+
• Powerful media content sharing
facilities — particularly video
• Easier editing of posts
• SEO advantages
• Also for internal communication
72. BEFORE SETTING UP A CHANNEL ASK:
• Who will maintain it?
• Content plan — what and when?
• Who produces the content?
• Process for posting?
• How to market it?
• How many members do you
expect to get?
• How to measure the benefits?
74. “The best consumer companies at social media on
an average spend double of what the worst
companies do; but the leaders are nearly four
times more likely to get a positive return on their
social media investment.”
TCS Report Mastering Digital Feedback with Social Media October 2013
76. CATCHING THE SOCIAL WAVES
http://www.mesurf.com.au/technique_beginner_greenwave.aspx
http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpg
The social media team needs to be ready to react quickly
to catch the social media-powered waves of interest.
81. BEYOND MARKETING
“Companies with broader benefits from social
media are more likely to have a large internal
‘social circle’ with multiple functions working
closely together on social media.”
TCS Report Mastering Digital Feedback with Social Media October 2013
82. Social Media Centre of
Excellence
Marketing
& Coms
Customer
Care
RULES
GUIDANCE
SUPPORT
HR / R&D
83. Customer support is marketing
Happy customers tell a few friends.
Unhappy customers tell many more.
On average users have around
150 friends in Facebook
84. Reach out through social platforms
Customer support can be provided through
existing social media services.
Go to where your customers already are.
87. Social Gravity
Build emotional density
Zipipop Freud has been helping with
their Social Media Academy to increase
range of employees engaging online.
http://danielgoodall.com/2009/04/27/social-gravity-and-emotional-density/
89. “Industries with greater benefits from social
media are more likely to sell products and
services that consumers are passionate about.”
TCS Report Mastering Digital Feedback with Social Media October 2013
93. Story Telling
• Narrative is a fundamental way we
make sense of the world.
• More than ever organizations need
a compelling story to stand out
from the crowd.
• Social media channel for telling
your story
Innocent’s clear and likable
story allowed them to grow
rapidly and be bought by Coke
http://www.sxc.hu/photo/103262
94. Telling your story
Through the social media channels
communicate:
• Why you are remarkable
• What you stand for
• Who you are
• What are your goals
• What’s happening now
95. SHADOW ELECTION
Overall 100,000+ Facebook Fans
and in just 5 days:
• Over 17,000 Likes
• Over 18,000 People Talking About This
• Over 550,000 people reached.
www.realitycreatingmedia.com
97. SOCIAL MEDIA MAIN GUIDELINES
Follow these and you will be fine:
• be authentic (be yourself)
• seeking permissions
• avoiding offence
• giving credit
• asking questions
• check with a colleague
• if in doubt, don’t post
lamunecadelasonrrisaalegre.blogspot.com
99. Richard von Kaufmann
Co-founder & Partner
Head of Social Media & Collaboration
Tel. +358 45 11 222 73
Email: richard@zipipop.com
www.zipipopfreud.fi
facebook.com/zipipop
linkedin.com/company/zipipop
slideshare.net/zipipop
sosiaalinenmedia.com